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Global hop market

A local alternative to mass beer suggested by independent brewers has been successful and is now altering the global market. Beer is becoming more diversified, so transnational companies have to accept the new game rules and to switch focus to young and fast growing markets. All these processes increased the demand for aroma and bitter hop as well as their acreage expansion on two continents. However now there appeared a downward trend of alcohol consumption in the world, so even special sorts can soon turn to be sufficient. In this connection the dynamic American hop market is already facing some problems. EU hop producers have become more cautious, they are not racing to exceed the demand and look forward with more confidence, judging by the contract terms. 

Hop Market in Russia

Germany still dominates the Russian market, yet over the recent two years one has been able observe a continuous success of Czech hop suppliers. Their expansion and growing popularity of hops from the United States became the drivers of supplies growth in 2016 despite the preceding modest harvest crop in the EU, as well as the factor of relative stability in 2017. In this connection, in 2017, the ratio of the varieties continued to shift towards the aroma ones, and the supplies of Magnum hop and other alpha varieties were reduced. However, the import of bitter hop pellets is partially replaced by extracts, especially from the major beer manufacturers. Total volumes of alpha acid supplies, according to our estimation, decreased by approximately 5% and returned to the level of 2015. Barth Haas Group continues dominating the hop products market; HVG also increased its weight. At the same time, Morris Hanbury significantly reduced the supplies in 2017.


Consumers decide on the new launching of Cusque?a Red Lager

Local premium market innovation will continue
- Cusque?a Red Lager was launched in 2009 as a special edition, distinguished by its golden red colour and accentuated taste of malt and hops.
- In October 2010, Cusque?a Red Lager returned, surpassing sales expectations.
- Consumers have the option of voting that it return for more time by consulting the Cusque?a website at www.cusquena.com.
Lima, March 1, 2011. - Cusque?a Red Lager, a special edition of Cusque?a, surpassed sales expectations when it was launched on the market in 2009 and 2010. This year, consumers of Cusque?a Red Lager have the option of voting so that it returns for a longer period of time than before.
In 2010, the special edition was launched on a national level. Its availability increased by 430%. Sales outlets where Cusque?a Red Lager appeared once again showed a 39% increase in business.
"We are very satisfied for having surpassed the expectations we had for launching Cusque?a Red Lager on the market in 2009 and 2010. We want to thank the public for having made this sales success possible. Therefore, due to constant requests by consumers for its return, we want to give them the opportunity to decide if we will launch it earlier than expected," Enrique Rosas, director of Marcas Worthmore, part of Backus, commented.
He finished off by saying, "We have decided that if 200,000 beer drinkers vote for Cusque?a Red Lager's return, we will launch it in July this year." Consumers can vote on the Cusque?a website at www.cusquena.com, so that this special edition returns to the market in July. Up until now, around 28,000 people have voted.
Cusque?a Red Lager is the result of constant innovation in the premium beer market where Cusque?a beer, with all its varieties, is a leader. This work allows them to create this golden red beer, a result of the perfect combination of finely selected malts and natural barley toasted during the malt process.
Backus confirms its portfolio management strategy with the Cusque?a Red Lager Special Edition, launching highly distinguished products which add value to the categories in which it participates.

About Backus
Backus is the business leader in Peru's beer industry with more than 130 years of experience. As part of the SABMiller group, it is the second largest beer company in the world, with production operations and distribution in over sixty countries on over six continents. We have seven industrial plants in various regions of the country and an efficient distribution system, meaning that our brands are in every corner of Peru.
Permanently focused on our clients' and consumers' satisfaction, one of the mainstays of our business plan is the growth of the enterprise through its individual brands. As such, we have a large portfolio of labels: beer and other alcoholic beverages, carbonated and healthy drinks and different kinds of water.
Our ongoing innovation and constant investment in infrastructure and the latest technology guarantee the quality of our products and services.

8 Mar. 2011



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